In today’s fast-paced world, the way we approach health is evolving. Consumers are looking for easier ways to integrate wellness into their daily routines, and brands that help them do so stand to benefit. But meeting this demand requires more than just healthy products—it calls for innovation, clarity, and adaptability.
Cutting Through the Confusion
Consumers want to live healthier lives but often feel overwhelmed by conflicting information. In our Appetite for Growth study, 27% of GB consumers said confusion about what’s healthy stops them from buying wellness-focused products. This isn’t surprising in a world where trends like “low-carb,” “gut health,” and “natural ingredients” are often poorly explained.
Meanwhile, dietary shifts like the rise in meat-free meals (1 billion more consumed last year) show promise but also highlight gaps. Surprisingly, meat-free meals are often less likely to include vegetables, underscoring the need for better education around nutrition. The cost-of-living crisis has also played a role, with shoppers gravitating towards more affordable, processed foods, reflected in a slight increase in nutritional profiling (NPM) scores—indicating less healthy overall baskets during this period.
Yet, as the economic climate improves, healthier choices are resurging. Brands reformulating to lower sugar and salt while improving fibre and micronutrient content are already seeing success, particularly in categories like soft drinks, which have cut their NPM scores by 43% since legislation came into effect.
Health That Fits Modern Lives
As lifestyles become more dynamic, health products must be just as flexible. People aren’t looking for rigid meal plans—they want simple, versatile solutions that are convenient.
This is evident in the rise of the ‘Healthy Actives’ group: consumers who prioritise nutrient-dense, high-quality food and drink to support busy lives. Products like smoothies that double as meals or protein-packed snacks reflect the demand for portable, multi-use options. At the same time, ‘Healthy Passives’, who find wellness intimidating or time-consuming, lean towards solutions that are both accessible and easy to use. For these consumers, convenience is not a luxury but a necessity.
In markets like the UK, health-conscious snacking is outpacing traditional meal formats, and brands that innovate in this space are reaping the rewards. Whether it’s functional drinks enriched with fibre or gut-friendly yoghurts, the focus is on versatility.
Preparing for the future
Among the many health trends gaining traction, gut health has emerged as a key area of focus. Products containing probiotics, prebiotics, and fibre are seen as solutions not only for digestion but for overall well-being. Brands in this space have a significant opportunity to bridge the gap between consumer interest and scientific innovation by creating products that are both effective and appealing.
Yet, the challenge lies in education. Many consumers remain unaware of the specific benefits of gut-friendly ingredients. Simple messaging that explains how these products work, alongside easy-to-use formats, can unlock growth in this segment.
From Trends to Tactics: Navigating the New Health Landscape
To succeed in this dynamic landscape, brands must:
- Understand the moments: Pinpoint when and where consumers seek health-focused products, and design offerings that meet those needs.
- Innovate for flexibility: Develop versatile products that can easily slot into various consumption occasions, from quick breakfasts to post-workout snacks.
- Prioritise transparency: Offer clear, honest labelling to build trust and eliminate confusion.
- Educate and inspire: Guide consumers through emerging trends like gut health with accessible, engaging information.
The health landscape is shifting fast, but with the right insights and strategies, brands can adapt and thrive. By focusing on clarity, innovation, and the diverse needs of today’s consumers, businesses have the chance to shape not just a healthier market—but a healthier world.